British Knights - season premiere Advertising
15.08.2017 5573

British Knights - season premiere

SOHO Fashion introduces a new brand in its portfolio of brands - British Knights. The British Knights brand was launched in the United States in 1983 by Jack Schwartz Shoes Inc. It is noteworthy that the VK brand was created under the influence of the management of Foot Locker, the iconic American chain of sportswear and footwear stores. Foot Locker felt the need to introduce a brand to its range to counterbalance Nike, whose products accounted for a significant portion of its sales. For the youth target audience, the creative team of the brand has developed a name consonant with the familiar “Nike”, which evoked positive associations.

The very first collection of British Knights sneakers was a hit, because in the environment of functional sports shoes there were not enough models following current fashion trends. Marketers of the company sensitively recognized their audience in the city rebels of 15-24 for years and from the moment they entered the market began to work directly for it, releasing models with a catchy design.

In 1991, the British Knights introduced their first patented technology - Dymacel, embodied in a diamond-shaped silicone insert integrated into a special “window” in the sole of the shoe. This element allowed to create an effective depreciation system when walking.

The brand’s popularity among young people was also facilitated by the collaboration of the brand with well-known hip-hop artists. A powerful marketing breakthrough was the signing of a contract with the musician with MC Hammer, the owner of a huge army of fans.

In 1991, British Knights signed a Dymacel promotion contract with professional athlete Derrick Coleman of New Jersey Nets, a leading player in the US basketball ranking. The athlete wore British Knights shoes during all games, on TV shows and photo shoots. And basketball fans swept sneakers from the shelves, similar to those that were on the athlete. However, since the end of the 90's, the company has been plagued by failures caused by high competition in the professional sports shoe segment. At the beginning of the 2000's, the BK leadership made several attempts to revive the brand’s celebrity, but the collections did not meet the requirements of the time.

Then the brand owners headed for rebranding and contacted Scooter Brown, the head of several US hip-hop labels. He, having seen great potential in the project, enlisted the support of designer Darren Romanelli, and in 2014, BK released a new collection. Keeping the best of the brand’s legacy and experience, the creative team has made shoes more modern. This is reflected in the optimal combination of model functionality and fresh design that meets the aesthetics of street fashion.

The new BK strategy is aimed at active youth who strive for self-expression through their appearance. BK sneakers and sneakers are shoes for a busy life in the metropolis, for those who are ready to constantly have fun 24 hours a day. Improved models with an original design distinguish the brand from many competitors and make the brand a favorite among all who have not more than 20 in their hearts.

We invite you to visit the SOHO Fashion showroom in Moscow, on ul. Friedrich Engels, 75 / 11, to appreciate the collection of the renewed British Knights brand.

SOHO Fashion presents a new brand in its brand portfolio - British Knights.
Please rate the article

Materials on the topic

Another European patent for CAPRICE

The European Patent Office has once again granted CAPRICE Schuhproduktion GmbH & Co. KG its mark of approval, namely a document certifying the exclusive right, authorship and priority of the invention. The famous shoe company from…
27.11.2023 485

A new look at Giotto. Interview with the head of the company Vladimir Timofeev

The corner of the Russian women's shoe brand Giotto in the fashionable metropolitan department store Trend Island became the first application of a famous Moscow shoe factory to develop and promote its own brand. Until now, the company has focused...
22.11.2023 857

House shoes for men and women AXA SHOES from Italy: Beauty in comfort

The Italian brand AXA is one of the most popular and largest manufacturers of indoor footwear for Russia and Europe. In Russia, the AXA brand appeared in 1998 and is currently one of the most popular and beloved home brands…
16.10.2023 1942

Health and comfort in Relax Anatomic dress shoes

For many years, the Greek company Relax Anatomic has been producing innovative anatomical shoes that meet the requirements of orthopedic doctors. The Relax Anatomic design meets all the needs of the modern woman who needs style and...
16.10.2023 1802

Aroma Sementi offers an innovative shoe accessory

The Aroma Sementi brand presents an innovative accessory for shoes - aroma stickers, which are attached to the insole and sole and give freshness and a pleasant aroma that lasts for 30...
12.09.2023 2539
When you sign up, you will receive weekly news and articles about the shoe business on your e-mail.

To the beginning